A manager needs to understand the concepts of brand loyalty and long-term customer relationships and what it takes to achieve these goals. The cost to find and secure a new customer is typically much more expensive than the cost of keeping an existing customer.

Research at least two organizations that use strategies to motivate brand loyalty beyond simply ensuring quality product or service. Examples could include humanitarian work, ethical behaviors, and environmental awareness, such as Panera Bread’s “Operation Dough-Nation (Links to an external site.)Links to an external site.” or John Deere’s Environmental Stewardship (Links to an external site.)Links to an external site..

Write a 2 page paper explaining long-term loyalty relationships utilizing examples. Ensure the following points are addressed.

Describe each organization’s particular loyalty strategy around community impact (global or local).
Analyze how each of these organizations are using strategies that motivate their target audience’s interest.
Discuss how you see this as being a way to create customer loyalty.
Address the following elements as important features to create long-term loyalty relationships in context of the organization you’re discussing.

Cultural Factors
Social Factors
Family
Personal Factors
Personality and Self-concept
Lifestyle and Values
Key Psychological Factors